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Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.
Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.
Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.
Fundamentals of Marketing Communications | |
An Introduction to Marketing Communications | |
The Consumer and the Decision-Making Process | |
The Marketer and the Decision-Making Process | |
Communication Objectives and Target Audience | |
Communication Objectives | |
Target Audience Responses | |
Strategic Target Audience Analysis | |
Tactical Target Audience Analysis | |
Brand Positioning and Communication | |
Brands | |
Strategic Positioning | |
Tactical positioning | |
Tactical Advertising Execution | |
Creative Ad Execution | |
Not -for-profit organizations and PR | |
Media | |
Media Planning/Scheduling | |
Media choice | |
Sales Promotion<$$$> | |
Table of Contents provided by Publisher. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.